Jonh Sculley has been an example and an inspiring marketer not only for the American corporate sector but for the entire globe. When he joined Pepsi in mid sixties after passing from a leading B school, he became popular with who’s-who of Pepsi. His brilliant innovative ideas turned around the brand. His ideas of creative packaging were an amazing example for rest of the world. Not only that, his campaign of “PEPSI CHALLENGE” along with generation next theme was primarily responsible for gaining the market share from COCA-COLA.
Even after being close to Donald Kendall (CEO of Pepsi from 1971-1986) and being an important executive for Pepsi, he took a brave decision to move to APPLE as its CEO. Steve Jobs, founder of APPLE has a great influence on Johh Sculley. John was inspired by Steve Jobs and played a very important role to define the marketing Strategy for APPLE products. He changes the perception of APPLE from the world of personal Computers to that of personal computing. Soon the difference between the Sculley and Steve started becoming visible and this friendship ended with a bitter taste. Steve was finally released by the board from some of duties and John Sculley was made responsible for the future of APPLE. With the clever marketing strategy and positioning of APPLE products, Sculley took APPLE out of trouble and took it to its original height.
His Book “Odyssey- Pepsi to Apple” is a must read for all the aspiring Marketers.
Unitedworld Executive.
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